Google AI powers Mercedes-Benz’s next big leap in car tech

Mercedes-Benz is upping its in-vehicle tech game, with a new feature set to debut in the new Mercedes CLA that leverages a new Google AI system developed specifically for cars.

The details: Following Mercedes-Benz’s reveal of its upgraded MBUX Virtual Assistant at CES in 2024, it’s now being revealed that the virtual assistant will operate on Google Cloud’s new Automotive AI Agent platform, providing users with a host of new in-vehicle capabilities, as reported by The Verge.

• The AI-based tech feature – part of Mercedes-Benz’s next-gen MB.OS operating system – will enable users to have continued conversations and reference information throughout their drives.

• Mercedes’ MBUX Voice Assistant system will feature four “personality traits” – natural, predictive, personal, and empathetic, with the capability to ask the system questions for clarity.

• The system will leverage Google Map’s data to provide users with the ability to locate points of interest, look up restaurant reviews, and get recommendations.

Between the lines: Google Cloud’s Automotive AI Agent – to be leveraged in the new Mercedes CLA, expected to premiere in 2025, – is the latest in a series of moves by the tech giant to broaden the scope of its in-vehicle offerings.

• In late December, Google announced a series of updates to its Android Automotive system, including features like concurrent multi-user support, higher media resolution displays, and a new way to activate Bluetooth pairing.

• The tech giant has also made several improvements to it Google Maps, including making it easier to use the app during navigation and adding a feature to Android Auto’s mapping capabilities that allows users to report incidents on the road.

• There have been hints that the scope of Google’s Android Auto capabilities is expanding to other forms of mobility, given that the latest update for the system enables the user to swap from “Car” to “Vehicle” in the settings.

• In early December, Hyundai Motor Group became the latest carmaker to add Google Maps to its suite of offerings, making it available in its Hyundai, Kia, and Genesis vehicles, ahead of plans to fully adopt Android Auto.

Bottom line: Look for Google to continue to expand and build on its consumer offerings in the automotive and mobility sector, as other automakers look to adopt its various technologies such as Android Auto and the Google Cloud Automotive AI Agent platform.

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